On this week’s episode, we contrast retail media with Prebid.org – two digital advertising areas on the opposite end of the maturity spectrum.
First up is an analysis of Prebid.org’s latest update, which could be viewed as a metaphor for programmatic’s three current obsessions: supply path optimization, data privacy and solving for the end of third-party cookies.
Of particular interest to the industry is a transaction ID that would make it possible for buyers to de-dupe the same impression and for publishers to better understand the performance of their various SSPs. Plus, with a single transaction ID, publishers and buyers can match their log-level data and figure out if there are any hidden fees being taken out of the middle.
But here’s the rub: Turning on the transaction ID is optional. Whether it’s adopted by publishers depends on if they trust that being transparent won’t lower the bids for their inventory. Muddy waters mean confused bidders often bid more (or multiple times), creating bid density that helps publishers.
Revving retail media
Then, retail media was the talk of Cannes, and retailers are showing that they not only have a seat at the table (or a spot on the beach, if you will), but are reaching a new level of maturity.
Kroger, for example, is bringing its ad tech in house, joining the likes of Albertsons, Walmart and Lowe’s. Albertsons is also pushing for more industry standardization.
Plus, retailers are starting to bring insights into their targeting, like figuring out what scent profiles (lavender or fragrance free?) buyers like when they shop or that diapers were often purchased alongside trail mix and jerky.
Building custom ad tech requires more resources but could also create more custom and personalized ad experiences for consumers built off these purchasing insights.
